War for the Soul of the Market: The Montenegrin Anomaly and the Faces of the Marginal Buyer

Here we are used to thinking about the market in simple terms. Imagine a coffee shop near a university. Across the street, a new one opens with better coffee and lower prices. What happens next? Classical economic theory, honed in the lecture halls of Harvard and London, gives us an elegant answer: the old coffee shop lowers prices or improves service to retain the so-called "marginal buyer"—that rational student who carefully weighs all the "pros" and "cons."

Competition breeds progress. Everyone wins.

But what if this neat theory is just a local dialect, not a universal language? What if it describes the behavior of only one "tribe," raised in the Anglo-Celtic culture of rationalized ethics, and is completely blind to the logic of other worlds?

Imagine a small, mountainous, and proud land, and you will see that there, the neat market theory turns into a hotspot for the clash of at least two civilizations, two cognitive codes. And at the center of this clash is the figure of the marginal buyer, who turns out to be not at all who they thought he was.

Deconstruction of the "Rational Man"

Classical market theory is written in English. It reflects a mentality forged by the Celtic ethical spirit and tempered by Germanic-Roman rationality. In this world, the "marginal buyer" is an individual free from tribal ties, who makes decisions based on logic and personal gain. He is the engine of competition because his loyalty must be earned through quality and price. The entire Western world is built on the idea of attracting this smart, rational, and free buyer.

The Balkan Anomaly: The Intuitive Marginal

In cultures dominated by intuitive intelligence, such as in the Balkans, there exists another, far more influential type of marginal buyer. This is the intuitive marginal.

Who is he? Not someone who meticulously compares prices. This is a person with his own vision and impulse. His decisions are not dictated by old relationships, nor is he tempted by purely rational gain. He moves by inner impulses. He is not so much looking for a "good deal" as he is looking for energy, authenticity, "vibe," and a unique experience. He will be the first to go to a strange new bar serving craft beer, listen to a lecture by a visiting philosopher, or sign up for a kitesurfing course. Will he come a second time? No one knows.

This intuitive marginal is the smartest player in the market. He does not follow the crowd; he creates trends for himself, first and foremost. He is the one whose intuition distinguishes the genuine from the fake. It is for his attention that the most advanced businesses in the world compete. He is the "smart money" and "smart influence."

Clash of Worlds: The Russian Experiment in Montenegro

In recent years, tens of thousands of people, mostly from Russia and the post-Soviet space, have come to Montenegro. Many of them are highly educated, know languages, and have lived in Europe. Paradoxically, they were more carriers of the "Anglo-Celtic-Germanic" market code, as they avidly read Sherlock Holmes in their youth and studied global theory. They were convinced that by opening their companies, they were bringing benefits: creating "healthy competition," bringing diversity, and improving service quality.

They opened IT companies, marketing agencies, schools, and creative spaces. They wrote on websites in English, French, and German. They organized international events. They spoke the language of the global world and aimed directly at that same smart, intuitive marginal—both local and foreign—offering what was not available in the local market. They wanted to finally play by the rules of open competition, believing they were bringing benefits to themselves and Montenegro, hoping to find a new home.

Immune Response: Law as a Tribal Shield

How did the Montenegrin system respond? Not with competitive retaliation. Not with improved service. It responded with an immune reaction.

A new immigration order and law was proposed with requirements: directive and artificial inflation of wages, the requirement to hire three people for empty positions—something that does not align with any classical theories; rather, it is an act of tribal self-defense.

The local system, based on centuries-old traditions of personal connections, informal agreements, and "our own" people, saw the newcomers not as "healthy competition" but as a foreign body, a threat to its very code. The "newcomers" wanted to play by different rules—the rules of transparency, formal procedures, and open markets. This seemed unclear and dangerous.

The order and law is not a tool for improving the economy. It is a shield designed to expel foreigners. The system decided to "amputate" part of the economy to rid itself of the "infection" of an alien mentality.

Paradox on the Brink of Self-Destruction: Expelling the Future

Here lies the real tragedy and irony. In trying to protect itself from an imagined threat, the system commits an act of economic and cultural self-strangulation.

Expelling not those it intended: The strict rules are aimed not at illegal workers but at those very educated, law-abiding entrepreneurs who created companies as recommended by local experts, paid taxes, and brought new competencies to the country as best they could.

Expelling the marginals: As they leave, these people take with them those same smart, intuitive marginal buyers they attracted. International festivals, creative hubs, and quality services—all of this will disappear without ever fully developing. The hopes of many people for a different, more open life will collapse. Montenegro will become less interesting to modern, mobile professionals, tourists, and investors. And it seemed it should have been the opposite—according to classical theory.

Economic collapse: The forecasts are clear—a loss of 30+ million euros annually just from the exodus of Russians, zeroing out GDP growth, and a rise in crime to 64%. This is not "market protection"—it is its destruction.

Moving away from Europe: Instead of drawing closer to Europe, this step moves Montenegro away from Europe. The European Union is built on principles of fair, open competition and simple registration procedures. By adopting laws that do the opposite, Montenegro signals that it does not understand or accept the fundamental values of the world it aspires to join.

Beyond Classical Economics

The Montenegrin paradox proves that classical economic theories are insufficient. They do not account for deep cultural codes and cognitive styles. The market is not just a table of numbers. It is a living organism that pulses to the rhythm of its culture.

The Future of Small, Proud Lands / Faces of the Marginal Buyer

The future of small, proud lands does not depend on whether they can "defeat" competition, but on whether they can integrate their powerful, intuitive, "heartfelt" core with rational structures and the principles of the open world. The question is not about choosing between tradition and globalization. The question is how to find a wise, creative synthesis.

And until this synthesis is found, we will witness a tragic picture: an immune system that, in fear of the foreign, destroys its own potential for growth. While openness is a measure of strength.

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Faces of the Marginal Buyer